Storytelling is an important part of any Advocacy strategy. In a world where you have lost control of your communication channels, inspiring others to pass on your messages is an essential ingredient in any comms plan. Storytelling provides the sugar coating to corporate messages ..helping to make them viral.
Storytelling of course requires great storytellers to ignite intial [...]
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Daniel Tammet is a remarkable individual. He holds the European record for reciting pi to 22, 514 digits in just five hours. He has twice been in the Guinness Book of records for remembering the order of a shuffled pack of cards in next to no time.
How does he do it? He utilises the power [...]
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I notice that the conversation around brand advocacy is changing from a focus on it’s relative importance, to a discussion on how you build it - quickly.
Here in a nutshell is what you do.
1. Measure your advocacy levels. NPS is a pretty good start point.
2. Fine-tune your advocacy engine - your brand. Are you surprising and delighting at every touch-point?
3. [...]
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I’ve written about the criticism that Unilever has faced with the Dove and Axe brand before on this blog. Two modern day “conversational brands” that sit in different markets, have different target audiences, yet are taking flack because they both have the same Parent, Unilever. How can Dove credibly champion the cause of real women, [...]
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Some experts in the UK are estimating that 17% of shopping was done on-line this Xmas, beating all predictions. It’s another sign of how fast things are changing for brands and I was fascinated therefore to read an article in the Times Magazine today, looking at predictions from leading commentators for the year ahead. Supercrunching grabbed [...]
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Google has built a business on it, Radiohead has made money from it - is the future of marketing about giving your product away free?
In a recent survey conducted with Paul Marsden, we identified that 70% of brand advocacy can be linked directly to how much a brand surprises and delights its customers – exceeds [...]
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